This course evaluates marketing as a system for the satisfaction of human wants and a catalyst of business activity. It presents a comprehensive framework that includes a researching and analyzing customers, company, competition, and the marketing environment, identifying and targeting attractive segments with strategic positioning, and c) making product, pricing, communication, and distribution decisions. Cases and examples are utilized to develop strategic planning abilities.

 At the end of the course, participants will be able to: 

• Understand and explain what marketing really is, so that they can apply their marketing activities more effectively 
• Explain what marketing really means and how marketing can help your business (SMEs) 
• Describe the basic steps in planning marketing strategies and the items to be addressed in each step 
• Identify the relationship between the steps in the marketing mix